Virtual styling tool Style.me has appointed Edward Celata as its first-ever Vice President, Head of Community & Growth. Based in New York, Celata will be in charge of the development of relationship-building strategies for new and existing partners.

“The addition of Edward, and the creation of this new role, demonstrates our accelerated growth and readiness to evolve. Edward brings an influential network and approach that supports our vision of developing a community of brands committed to fit tech innovation,” said Rufus Parkinson, Style.me CEO in a statement.

Prior to joining the team at Style.me, Celata served as Vice President at rewardStyle, the invitation-only content monetization platform for style influencers, and launched the LikeToKnow discovery shopping app. In addition, Celata has held numerous roles within the industry, previously serving as Fashion and Retail sales director at The New York Times and Director of Business Development in their R&D venture group. Celata has also held roles at Esquire, Vogue and Men’s Health publications.

“Style.me represents the future necessity of consumer and brand interaction and providing a solution to a common problem that can stall the online shopping experience. I am excited to be part of redefining e-commerce in the fashion and apparel industry that I’ve long been a part of,” added Celata.